FM 2023 complete (1) - Flipbook - Page 22
FMBE Case Studies.
Here are 4 case studies that caught our eye for their imaginative dynamics, two for Nike with
Seen Studios, one for Visa by Imagination and one by PrettyGreen from Not On The High Street.
Here are outlines of two projects from Seen Studio’s work with regular client Nike
from last year, FootballVerse and Air Force 1 Dance. I was reminded of them
recently when Seen Studios hosted a Webinar called Content With Purpose: Creating
Meaningful Retail Experiences. These two experiences, for two different audiences,
embraced the retail venue making great use of its prime location and were
Study 1: FootballVerse
This project with Nike saw Seen Studios
turn the ground floor of NikeTown
London into the FootballVerse, a
community-led, football focused fanzone. Repurposing a lot of elements
from our previous ground floor takeover
with Nike to avoid waste, the area was
revamped with a new objective.
20
Summer 2023
Designed to merge the virtual and the
physical, the design was influenced
by Nike’s latest advert, set in a secret
laboratory in the Swiss alps. Across the
duration of 2 days the space became
host to the instore launch of the advert,
a football-themed game show called
‘The Reaction’, a Rocket League
scheduled to build momentum. Quite often retail experiences are used successfully
to build retail traffic and retailer and brand loyalty and whilst these examples may
rightly be expected to do that, they are also supremely aware that the combination
of talent and set build in store can be used both to interpret ATL advertising and to
make further great digital content.
takeover and Wormhole Lockers, looking
back at the history and filled with official
memorabilia from some of the game’s
greatest players.
Instore: As a part of the instore events,
guests were welcomed in with a series
of activations, some found themselves
making personalised Panini-style
stickers in the photo booth whilst
others were making their own AI
generated Nike phone screens at the AI
station with Seen’s inhouse design team
Personal Moments: Art of Football were
also on the scene, holding a poster
workshop and a bespoke football
workshop with a variety of spray paints
and stencils.